[Federal Register: September 25, 2003 (Volume 68, Number 186)]
[Notices]
[Page 55392-55393]
From the Federal Register Online via GPO Access [wais.access.gpo.gov]
[DOCID:fr25se03-59]
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DEPARTMENT OF HEALTH AND HUMAN SERVICES
Centers for Disease Control and Prevention
[60Day-03-119]
Proposed Data Collections Submitted for Public Comment and
Recommendations
In compliance with the requirement of section 3506(c)(2)(A) of the
Paperwork Reduction Act of 1995 for opportunity for public comment on
proposed data collection projects, the Centers for Disease Control and
Prevention (CDC) will publish periodic summaries of proposed projects.
To request more information on the proposed projects or to obtain a
copy of the data collection plans and instruments, call the CDC Reports
Clearance Officer at (404) 498-1210.
Comments are invited on: (a) Whether the proposed collection of
information is necessary for the proper performance of the functions of
the agency, including whether the information shall have practical
utility; (b) the accuracy of the agency's estimate of the burden of the
proposed collection of information; (c) ways to enhance the quality,
utility, and clarity of the information to be collected; and (d) ways
to minimize the burden of the collection of information on respondents,
including through the use of automated collection techniques or other
forms of information technology. Send comments to Seleda Perryman, CDC
Assistant Reports Clearance Officer, 1600 Clifton Road, MS-D24,
Atlanta, GA 30333. Written comments should be received within 60 days
of this notice.
Proposed Project: Youth Media Campaign Awareness and Reaction
Tracking, (OMB No. 0920-0582)--Extension--National Center for Chronic
Disease Prevention and Health Promotion (NCCDPHP), Centers for Disease
Control and Prevention (CDC).
In FY 2001, Congress established the Youth Media Campaign at the
Centers for Disease Control and Prevention (CDC). Specifically, the
House Appropriations Language said: The Committee believes that, if we
are to have a positive impact on the future health of the American
population, we must change the behaviors of our children and young
adults by reaching them with important health messages. CDC, working in
collaboration with federal partners, is coordinating an effort to plan,
implement, and evaluate a campaign designed to clearly communicate
messages that will help kids develop habits that foster good health
over a lifetime. The campaign is based on principles that have been
shown to enhance success, including: designing messages based on
research; testing messages with the intended audiences; involving young
people in all aspects of campaign planning and implementation;
enlisting the involvement and support of parents and other influencers;
tracking the campaign's effectiveness and revising Campaign messages
and strategies as needed.
In accordance with the original OMB approval (OMB NO.: 0920-0582;
March 10, 2003), this extension will continue to expand and enhance the
ongoing monitoring of the campaign's penetration with the target
audience. For the campaign to be successful, campaign planners must
have mechanisms to determine the targets' awareness of, and reaction
to, the campaign brand and messages as the campaign evolves. Campaign
planners also need to identify which messages are likely to have the
greatest impact on attitudes and desired behaviors.
The awareness and reaction tracking study (YMC Tracking Survey) has
facilitated campaign planners' ability to continually assess and
improve the effectiveness of the targeted communication and other
marketing variables throughout the evolution of the campaign. It
enables staff to determine which media channels are most-effective to
optimize communication variables such as weight levels, frequency and
reach components, programming formats, etc. that will have the greatest
effect upon communicating the desired message to the target audiences.
Implementation of the survey has provided for efficient collection of
campaign awareness and understanding levels on a continual basis.
The campaign uses a tracking methodology at specific time points
using age-targeted samples. Tracking methods may include, but are not
limited to telephone surveys, telephone or in-person focus groups, web-
based surveys, or intercept interviews with tweens, parents, other teen
influencers and adult influencers nationally and in specified cities.
As planned, the marketing efforts have been implemented in selected
cities; the campaign planners also want to continue to evaluate which
strategies are most effective in which locals.
Continuous tracking of awareness of the brand and the advertising
messages are standard tools in advertising and marketing. The
commitment of resources to the campaign's marketing efforts mandates
that campaign planners be able to respond quickly to changes needed in
message execution or delivery as is standard practice in the
advertising industry. There is no cost to respondents.
[[Page 55393]]
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Number of Average
Respondents Number of responses/ burden/ Total burden
respondents respondent response
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Tweens (ages 9-13).............................. 20,000 1 15/60 5,000
Parents......................................... 10,000 1 15/60 2,500
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Total....................................... .............. .............. .............. 7,500
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Dated: September 19, 2003.
Thomas A. Bartenfeld,
Acting Associate Director for Policy, Planning and Evaluation, Centers
for Disease Control and Prevention.
[FR Doc. 03-24274 Filed 9-24-03; 8:45 am]
BILLING CODE 4163-18-P